Content platform Shutterstock has completely revamped its brand identity. On June 16, it announced its transformation into a next-generation creative partner in New York. It contains a strategy to accelerate storytelling for business customers by combining assets accumulated over 20 years, including images, videos, and audio, with artificial intelligence technology.
The newly unveiled brand identity visualizes the core message of ‘the essential ingredient of all creative work’. The logo is composed around graphic elements inserted on a simple wordmark, with the circular symbol symbolizing a ‘detonator’ and the wave-like shape expressing the ‘influence’ of creation.
The typography emphasizes practicality and professionalism by introducing the minimalist font 'Haffer', and the colors 'Sticky Note Red' and 'File Folder Dark Gray' are names borrowed from the office environment, conveying familiarity and a sense of balance.
In addition to the functional brand change, Shutterstock also unveiled new AI-based services. The ‘Unlimited Download Subscription Service’ provides unlimited access to over 80 million high-quality contents for freelancers and small creators, and ‘Generative AI Pro’ integrates Shutterstock’s own model with technologies from OpenAI, Google, Amazon, etc. to generate photorealistic and stylized images in 4K resolution. It also includes an AI model recommendation function to provide users with the best results.
In addition, the brand's functional expandability was strengthened by announcing 'AI Data Licensing', which provides datasets for AI training, Shutterstock Studio, which enables the creation of immersive content, and an advertising expansion strategy utilizing GIPHY, which boasts 1 billion daily searches.
Through this rebranding, Shutterstock is transforming from a simple image supply platform to a solution company that provides integrated AI, data, advertising, and production. Amy Egan, Chief Enterprise Officer, emphasized, “The future of storytelling depends on speed and intelligence,” and “Shutterstock is helping customers achieve real business results.”
